In the ever-changing world of technology, electronic gadgets are everywhere. Cell phones, faxes and other paraphernalia are constant reminders that our wired society is connected 24/7. All this technology has implications for how well agencies communicate with their clients.

A recent UCLA study indicated that up to 93% of communication effectiveness is determined by nonverbal cues. Another study found that 7% of the verbal communication's effectiveness comes from the words chosen, 38% from voice quality and 55% from nonverbal factors. Such factors are limited or nonexistent in electronic communications, however, so it's essential that every agency establish guidelines for communicating by e-mail, fax and voice mail.
E-mail etiquette
Considering that the business and personal use of e-mail continues to rise, it's essential that every agency considers ways to maximize its bene-fits and effectiveness. Another reason to take e-mail etiquette seriously is that e-mail carries the weight of written correspondence and can result in legal action against an agency. E-mail etiquette is also important because people tend to interact with the printed word as if it has a personality. This means e-mail can create a positive or a negative impression, based on how the recipient responds.
The following guidelines will improve the quality of your e-mail communication:
Keep e-mail messages short and focused. Most people are in a hurry, and if any kind of communication is too long, it may not be read or remembered. A long message is likely to be ignored. This is particularly true given the growing number of people who receive electronic communication on smart phones and PDAs.
Do not use all capital letters. USING ALL CAPS MAKES IT LOOK AS IF YOU'RE SHOUTING! IT'S ALSO MORE DIFFICULT TO READ.
Don't write anything you wouldn't say in public. Recipients can always forward an e-mail to others. Divulging personal or confidential information can leave you in an embarrassing position. If you don't want to share something you write, use a telephone.
Check spelling. Each work station's automatic spell-checker should always be turned on. Run the spell-check, then have someone proofread the e-mail. The creator of the e-mail can do the proofing, but it's more effective to have someone else do it.
Remember, e-mail isn't private. An employee can be fired for using e-mail inappropriately. E-mail is considered company property and can be retrieved, examined and used in court. Never put anything in an e-mail message you wouldn't want read aloud to others–or in court. Current privacy laws also require organizations to protect the non-public information of their prospects and clients. Sending information such as Social Security numbers and dates of birth can violate a person's privacy if your e-mail system is not secure.
Another consideration for effective e-mail etiquette is the proper use of subject lines. Whether e-mail is used to communicate with existing customers or as part of a marketing campaign, a well-written subject line can increase the “open rate” as well as the “click-through.” Make sure the subject line provides a compelling reason for the reader to open and read the e-mail. Here are some helpful guidelines:
o One size does not fit all. To create a personal connection, avoid using the same subject line over and over. Use the person's name, and include information tailored to the interests and needs of the recipient.
o Personalize your subject line. Depending on the relationship you have with your client, including his or her first name in the subject line is one way to make your e-mail more personal. You can also take advantage of the credibility your agency has built with your clients by including your agency name in the subject line. If you do add your agency's name, place it within brackets–e.g., [The Perfect Insurance Agency].
o Use a consistent style. Readers are more likely to open an e-mail that looks familiar. After testing and learning what content and style produces the best results, stick with it. You might consider creating a “library” of different subject lines for staff use.
o Length of subject line. Most reports indicate that about 60 characters (not words) is the maximum length for an effective subject line.
Fax etiquette
Even though e-mail has become the primary means of communicating written messages, fax etiquette is just as important. Maintaining the same standards for faxing as for other types of communication demonstrates a high degree of professionalism to your staff and customers.
If you fax to a client who always uses a cover sheet and has a standard format and procedure for transmissions, make an effort to do the same. This small gesture can help your clients feel you are on the same professional level they are.
Here's the information to include in a cover sheet:
o The recipient's name, telephone number and fax number.
o Your name, your agency's name, address, telephone number, fax number and e-mail address.
o The date and time.
o The total number of pages being transmitted, including cover sheet.
o A list of what you are faxing, to ensure the other party receives everything you've faxed.
The message should have a clear and concise opening sentence that tells the recipient the nature of the topics discussed and how you would like them to respond to your message. Here are some additional pointers for the message's format:
o Use large type–at least 12-point–and leave adequate white space to ensure readability.
o Limit the use of dark colors, as they increase transmission time.
o Do not use light colors for text, as they may not be dark enough for the fax machine to register.
Voice mail etiquette
As with any form of electronic communication, voice mail messages should be concise and to the point. Proper voice mail etiquette demonstrates commitment to excellence and reduces the need for time-consuming “voice mail tag.”
An all-too-common distraction in most agencies is the familiar red light on the phone, indicating a new voice mail message. Many CSRs stress at the thought of going to lunch because of the voice mails awaiting them when they get back. An important element of improving voice mail etiquette is creating an effective message that benefits both the customer and the agency.
For the past 30 years, we have believed that talking with a customer on the telephone represented the highest level of service an agency could provide. Over much of that time, however, the telephone was pretty much our only means of electronic communication. To more effectively use all available types of communication today, use your voice mail message to ask callers to send their requests via e-mail. As an option, ask them to send you a fax or, as a last resort, to leave a message. Here are a couple of additional suggestions:
o Update your personal greeting regularly. Many callers feel more comfortable leaving a message when the greeting they hear conveys the status of the person they called. If you can't record a new message daily, record a new one every Monday morning, letting callers know your schedule for the week.
o If possible, let callers know when and how you will return their call. It's not necessary to give in-depth information. Something as simple as, “Your call will be returned within 24 hours” is fine.
Leaving effective voice mail messages
Everyone has felt frustrated at having to listen to the same message three or four times just to get a phone number. One way to improve the effectiveness of a voice mail message you leave is to write down your phone number as you recite it. Another tip is to pause for a breath between each set of numbers. For instance, say: “My number is … 555…500…60…33.” Say the last four numbers in pairs. Grouping the numbers in pairs helps the person writing the number do it faster and more accurately. Here are a couple more tips for leaving voice mail messages:
o Your voice mail message should include your phone number twice–once at the beginning and again at the end. Speak quickly when leaving a voice mail, but slow down and speak clearly when leaving the contact information. It's very frustrating for a recipient to miss the phone number and have to replay the voice mail message.
o Do not leave the same message twice. When leaving a second message for a prospect, always change your message to include another great point about why they would want to have you on their account. Keep changing the content until you get the results you desire.
Involve everyone in the process
To make sure your agency's internal and external communications are effective, create standards that apply to everyone on staff–including owners and producers. Hold two or three staff meetings to discuss the communications issue, then work together to create best practices for your agency. Involve the entire agency–it's a great way to make sure everyone understands the importance of electronic communications. The meetings also increase the level of compliance once your new guidelines go into effect.
Ted Baker is the president of Advantage Automation Inc., which for 17 years has offered agency-consulting services addressing a variety of management and agency-development issues. He also is an author and frequent conference speaker. Ted can be reached at [email protected].